Path to Persuasion - The Starting Point

The Path to Persuasion:

Finding your audience’s
Starting Point

Awareness of your solu.on
Need for your solu.on

“Puppies and
rainbows”
Not aware
of problems

Living with
the pain
Not aware
of problems
Problem
Aware

Seeking
Solutions
“Need help.
What’s available?”
Not aware
of problems
Problem
Aware

Seeking
Solutions
Low awareness
Not aware
of problems
Problem
Aware

Seeking
Solutions
“These look good”
Option(s)
ID’d
Not aware
of problems
Problem
Aware

Seeking
Solutions
Option(s)
ID’d
Possibly aware
Concerned about ﬁt
Not aware
of problems
Problem
Aware

Seeking
Solutions
Option(s)
ID’d
YOUR
solution
“You look like a
GOOD op.on”
Not aware
of problems
Problem
Aware

Perfect ﬁt
Seeking
Solutions
YOUR
solution
“Let’s do it”
Option(s)
ID’d
Not aware
of problems
Problem
Aware

Perfect ﬁt
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Aware your
solu.on solves
their need
Not aware
of problems
Problem
Aware

Perfect ﬁt
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Doesn’t see a need
for your solu.on
Not aware
of problems
Problem
Aware

Perfect ﬁt
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Could have
interest in your
solu.on
Not aware
of problems
Problem
Aware

Perfect ﬁt
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Your
solu.on is a
ﬁt for their
problem
Not aware
of problems
Problem
Aware

Perfect ﬁt
Problem
Aware
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Not aware
of problems

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